Factors influencing willingness of customers of environmentally friendly hotels to pay a price premium

Purpose The purpose of this paper is to investigate the influence of customers’ environmental concerns, customers’ perceptions of a hotel’s environmental practices and of the hotels’ environmentally friendly images, on customers’ willingness to pay a price premium to stay at environmentally friendly hotels. Design/methodology/approach The theoretical framework comprises both social identity theory and value-belief-norm theory. The data were...